Bluetooth Proximity Marketing Case Studies
Written on Friday, May 28, 2010
I really like it when I come across case studies from successful bluetooth proximity marketing campaigns. I ran across this website that lists three campaigns, two from Bloozy and one from Telirahma, in three different settings.
They show exactly how diverse scenarios can be served with bluetooth marketing ranging from night clubs, to festivals, to a chain of stores.
The first case study from the article is about a campaign run by Bloozy, for a BBC Radio festival:
Radio 1's Big Weekend (sometimes referred to as One Big Weekend) is a music festival run by BBC Radio 1. It is held once or twice or year, in a different location within the United Kingdom each time. It is the biggest free live music event in the UK and always includes a host of new artists.
For the 2006 event, a total of 30,000 tickets were been allocated following a draw involving around 300,000 hopefuls. This event, held on the 13th and 14th May 2006...
Solution
Bloozy installed five units in strategic locations around the staging areas, and in-line with the large Bluetooth posters advertising "Bluetooth Zones". Photographers provided photographs to the Bloozy team who then loaded the files onto the systems to be broadcasted out during the event.
Results
Over the duration of the weekend, over 2000+ attendees received free mobile phone content to their phone. This is around 7% of the people who attended the event, which is a major achievement when it is an unknown just how many had a Bluetooth enabled phone with them for the event. Below are some examples of the free content available from the BBC Radio 1's Big Weekend.
The second case study from the article is about a campaign run by Bloozy in a night club:
Solution
Bloozy installed the Clubber system within Fat Sams, allowing full coverage of the bottom floor of the venue. This allowed marketing to the clientele within the venue every night the venue is trading (7 nights a week). Bloozy are reponsible for generating fresh, exciting content based upon the venues traditional marketing materials such as flyers and posters. The Clubber unit also offers an easy to navigate interface allowing the DJ to control the system at the touch of a button.
Results
Since installing the system Fat Sams have seen fantastic results from the Bloozy system. On a single floor on a weekend night, around 400 bluetooth devices are detected regularly with around 20-25% accepting the promotional materials.
The third case study is from Telibrahma, and is a case study I published around a year ago here, so you can look at that post if you're interested.
Bluetooth marketing and proximity marketing in general works well in places with large numbers of people, and especially in entertainment settings (such as night clubs and music festivals) where people enjoy downloading relevant multimedia content on their mobile phone.
If your setting fits this scenario, you just need to do two simple things to make your bluetooth marketing campaign a success.
a. Send people relevant content,
b. Tell them how they can get it (e.g. turn on their bluetooth).
That's all it takes!If you work in a proximity marketing company, feel free to send me case studies from successful past campaigns and I will be glad to post them on here.
Posted in
bluetooth marketing,
proximity marketing
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This's Alia, I am finding way to make my products & services more effective in the market. I heard a lot about bluetooth marketing, proximity mobile marketing & mobile marketing. Would be appreciated if somebody can suggest me the best way of above three ways.
BR
Alia